the state of multichnanel marketing

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© 2015 International Business Machines Corporation

The State of Multichannel

MarketingDigital Doughnut Research

@episerver

David Bowen

Director, Product Management for Commerce


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• Effective cross-channel marketing can help you drive

effective customer experiences that deliver ROI

• Useful insights about how businesses are integrating

their marketing channels

• An understanding of how your organisation compares

http://bit.ly/EPiDD


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Key Findings

Target Customers Require Technical

Involvement

Challenges to React to

New Channels

Experiences Causing

Abandonment


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• The capability to integrate third party applications to help leverage customer

data

• The capacity to identify visitors when they are most likely to buy

• The ability to boost conversion rates

• 61% of businesses don’t have the ability to recognise where a customer is

in their journey, and then know where to take them next

• 27% of marketers lacked confidence in their ability to deliver the right

message at the right time to the right prospect or customer

Issues in Delivering Effective Multi-channel Experiences


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• Only 27% of companies were highly confident in their ability

to track the channels their customers are coming from

• No discernable difference in the challenges faced by

marketers who work in SME’s or large enterprises, or

across different business sectors.


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• When it comes to marketing-driven technology decisions:

• 49% are being made within the marketing department

• 42% are jointly made between IT and Marketing

• Once purchased, in 80% of cases the ownership of

marketing technology lies within businesses’ marketing

departments

• However 49% need to involve IT to make changes


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• Multichannel marketers seek to combine inbound marketing techniques with

their traditional, outbound approach. Fusing the two together can result in a

two-way, mutual interaction that yields results for both company and customer.

Gartner View


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• Customers experience a

single type of touch-point

• Retailers have a single type of

touch-point

Single-Channel – The Legacy


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• Customer sees multiple

touch-points acting

independently

• Retailers’ channel knowledge

and operations exist in

technical and functional silos

Multi-Channel – The Reality


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• Customer sees multiple

touch-points as part of the

same brand

• Retailers have a ‘single view

of customers’ but operate in

functional silos

Cross-Channel – The Aspiration


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• Customers experience a

brand not a channel within a

brand

• Retailers leverage their ‘single

view of the customer’ in

coordinated and strategic

ways

Omni-Channel – The Nirvana


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• The more information available, the more the shopper seeks

• They bounce back and forth at their own speed in a multichannel marketplace

• They switch devices to suit their needs at any given moment

• They search; go off to look at reviews, ratings, styles and prices; and then

search again

• They see ads on TV and in newspapers and online

• They walk into local stores to look at products

• They talk to friends, over the back fence and on social media

ZMOT – Winning The Zero Moment Of Truth


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Dynamic Customer Journey

Source: Altimeter


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Challenges Affecting your Ability to Deliver a Seamless and

Unified Customer Experience


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Channels B2C Customers Prefer


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Just like search was a decade ago and social was five years ago, content

marketing is the next digital media revolution. (Forbes magazine)

Content Conundrum


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• B2C or Both (B2C and B2B) – Social first, articles on products and services

• B2B – Articles first, social second

• Different types of content

– B2C – 6

– Both – 7

– B2B – 14

Content Production

17


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Content Being Produced


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• Choose – Right Content Management

• Connect – Digital ecosystem

• Personalise – Right CMS and ecosystem

Conclusions


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• Restructure – Also upskill

• Appoint – Marketing Technologist

Conclusions


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Create Seamless Experiences

Get

engaged

Connect

Be

visible

Become

trusted Convert

Stay

loyal

Get

fulfilled

Be served


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mobilesocial

email

search Commerce

26

Create Seamless Experiences

Get

engaged

Connect

Be

visible

Become

trusted Convert

Stay

loyal

Get

fulfilled

Be served


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Content & Commerce Integration Approaches

Standalone

CXM

Captive Connected Integrated

Independent

Implementations

Commerce

CXM

Commerce

Built onto

Existing Application

CXMCommerce

Data Exchange

Between Systems

Fully Integrated

With Platform

CXM &

Commerce

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Customer Study

29


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Experience Technology Partner


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Market Positioning


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Transformation Stages


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Previous Website Experience


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Roadmap Objectives


1 - Strategic Readiness

Core - Aligning business objectives with digital strategy

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Strategic Planning Process

• Collect all existing consumer/user research, including segmentation and persona studies

• Conduct internal discussions to ensure that key information is available regarding key segments (demographics, psychographics)

Segments

• Define customer journey stages

• Identify key segments and characteristics

• Select top 3-5 segments or personas to focus on and map their journey stages

Journey

Identify key information for customer journey stages of key segments:• User Intent• Goals/CTAs• Content

Content


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Key Segment / Persona Worksheet

Segment / Persona Demographics Psychographics Key Customer Goals/Intent

Products/Services Desired

Mixer/Sound Designer

• 35-50 years old• 10-20+ years in

industry• Average salary:

$100k+

• Interested in consolidating products

• Focus on cutting edge yet simplistic

• Efficiency is important

• Compare products• Product details• Reviews• Testimonials

• Iris 2 (Synthesizer)• Mix & Master

bundles• Stutter Edit• iDrum

Hopeful Singer/Artist • 22-35 years old• New to industry

(5-8years experience)

• Average salary: $50k+

• Using mobile to educate self in free time

• Focused on ease-of-use

• How-to guides and education resources

• Community

• Nectar Elements• Nectar 2 (vocal

production)• Free add-ons


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Persona 1: Pro


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Persona 2: Hobbyist


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Persona 3: Music


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Persona 4: Pro


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Persona 5: Retailer


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User Journey Phase

Research Consideration Purchase Advocate


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Key Segment / Persona WorksheetSegment: Sound Designer Research Consideration Purchase Advocate

Customer Intent • Learn more about the products, bundling and use of product from

• Exploring prices and comparing products to make sure there’s no duplication of products already owned

• Purchase product or product bundle to add to studio

• Stay up-to-date with new products, product enhancements

• Enhance personal creativity

CTAs / Goals • Learn More (about bundles)

• Goal: site exploration and general content consumption

• Learn More• Try for Free• Get the Guide

• Buy Now • Stay Connected• Log In• Social Connect

Persuasive Content • Product specs• Testimonials• Sound Designer Artist

profiles

• Product detail pages• Product reviews• Sound Designer Artists

profiles• Try for Free (trials)

• Artists reinforcement• Buy CTSs• Cart reminders

• Newsletter• Community• Support Information• Free Guides• Latest News


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• Product Exploration

Experience

• Try or Buy

Conversion Strategy

• Video & Rich Media

Content Strategy

New Website Experience

46


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Persona Personalisation


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Campaign-based Personalization


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• Product-based

Website

Personalization

• Product-centric

Email Marketing

Automation

• Social and Display

Product

Retargeting

49


2 – Technical Readiness

Selecting and implementing the right technology

50


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Selecting the Right Technology


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• Tying together content

management (CMS) with

customer intelligence empowers

marketers to drive real one-on-

one engagement with users at

every touch point with a full suite

of digital marketing tools.

Connecting the Experience Trough CXM

53


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EPiServer Engagement Lifecycles

QUICK WINS• Core workshop and roadmap

• Goal identification and analytics

• Basic personalization/testing

AUTOMATION• Segmentation and targeting

workshop

• Self optimization planning

• Visitor group build out

360o View• Technical planning workshop

• Social planning

• CRM and back-office


3 – Operational Readiness

Staffing and training the resources who will execute the strategy

55


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• Digital marketers are responsible for monitoring engagement analytics,

optimizing and evolving customer engagement, and socializing results

internally to gain buy-in and garner feedback.

• Content Marketing

• Demand Generation

• Lead Optimization

• Engagement Automation

• Social

Digital Marketing Skills

56

CMS

Editing & Workflow

Forms & Taxonomy

Intelligent Content

Responsive Design

Visual Page & Site Creation

Rule-based Personalization

A/B & Multivariate Testing

Web Analytics

Digital Commerce

Multi-market, Multi-brand

Pricing & Fast Promotions

Multi-category Merchandising

Responsive & Adaptive

Omni-channel Fulfillment

Social Commerce

Product Catalog

Behavioral Analytics

Platform

Digital Experience Hub, DXH™

Plug & Play Adaptors

Extensive Connector Library

EPiServer ESYNC™

Multisite & Globalization

Agile, Iterative Delivery

Elastic Scalability

Digital Marketing

Search Engine Optimization

Self-optimized Landing Pages

Email Marketing

Facebook, LinkedIn, Twitter

Channel Optimization

Persona Management

Quick Campaigns

Conversion Analytics

EPiServer Digital Experience Cloud™ 57

Guided, Optimized, Personalized Engagement

Rich, Compelling, Contextualized Content

About Us 58

Our Company by the Numbers

30,000websites powered globally

340employees across 15 offices

280,000web editors worldwide

8,800customers served in 30 countries

$200Mcommerce transactions per year at largest customers

880partners carrying our brands

33,000members in our developer community

100%focused on digital experience


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